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| Case Studies |
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| Kadri Wovens |
OVERVIEW
B2B marketing is being touted as the future. In order to take full
advantage of this, there has to be a shift in the image of any corporate
house. A shift from targeting the consumer to targeting an organization,
involves a re-evaluation of the original campaign. This was the case
with KadriWovens, who were already major players in the bath accessories
sector. Some of their clients include Calvin Klein. They were looking
to market themselves more aggressively. Our task was to give them an
image which stood as an advantage to them in the field of B2B branding.
We had to make sure that we were reaching out to the right audience
.The challenge here was identifying that segment and molding the image
to appeal to their sensibilities.
FACT ANALYSIS
Any large corporate house conducts most of its purchases through buyers
or agents who pick up goods on behalf of their employers. First off,
for any large corporate house to react favorably to our product, we
had to impress the buyers. The demographics predominantly indicated
Caucasian women in their late thirties to early Forties. Having established
this as our target, we now had to plan a campaign around them. Our entire
style had to be toned down a lot more, become a lot more conservative.
The idea was to create an image which revolved around their core values.
SOLUTION IMPLEMENTATION
The solution was found by using warmth in our approach. We focused
on a back to home feeling with the entire range. The colors used were
pastels and the font was kept very conservative. The idea was not to
provoke a reaction, but merely invite curiosity. This gave our client
the edge they required to make an impression on the international market.
The important factor here was that the entire campaign was focused keeping
another corporation in mind and not just a run off the mill consumer.
It was first hand practice in building a brand image targeted to a B2B
sector. |
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